Page 15 - V3 TOGA_CX Presentation

EMPATHISING WITH CUSTOMERS
EMPATHIC INTERVIEWS
The core principle of Design Thinking is empathy. 15 empathetic in-home interviews were conducted with existing TOGA customers to understand their property buying journey. The customers were a mix of advocates, satisfied and dissatisfied customers. The aim was to experience the customer’s world and ‘stand in their shoes’ to understand their experience with TOGA, their needs, problems, hopes and fears, motivations, aspirations and even emotions. An ‘outside-in’ was adopted by conducting direct observation and exploratory interviews ⏤ open ended questions to uncover deep insights* and a holistic view of the customers desires, needs, pains, wants and expectations ⏤ in order to inform the customer’s purchasing journey and experience.
*The individual customer insights can be accessed within the appendix section.
CONDUCTING THE INTERVIEWS
The Empathic Interviews followed the principles of Design Thinking, relying on a more conversational approach with open ended questions where the customers would ‘lead’ the conversation. The diagram below illustrates the general structure of the interviews:
• Their world – Focusing on the customer’s day-to-
day life, seeking to understand their everyday
experiences, motivations and behaviours
• Key themes –Focusing on research topics of interest, eliciting customer stories and details
based on specific experiences relating to each
theme (details on the next page)
• Our world –Focusing on the customer’s
relationship with TOGA, gathering information regarding specific instances of experiences
Their world
Key
themes
Our World
Commercial in confidence
19